FUBU Brand Strategy

BRAND S T R AT E GY

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CONTENT

CONTENTS

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BRAND H I STO RY / 5 HOW F U B U STA RT E D TIMELIN E CO MPETI TI VE A N ALY S I S / 9 DIRECT COM P E T ITOR S A NC IL LARY COM P E T ITOR S F UTURE COM P E T ITOR S

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THE NEW FU B U / 1 5 THE BRAN D SOU L REPOSITION IN G STAT E M E N T AUDIEN CE P R OFILE S BRA ND GR ID S K EY WO R D / VISUA L P U LLS

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B R A N D H I S TO R Y

HISTORY

01 FUBU is a hip-hop apparel company created by Daymond John in 1992. It includes casual wear, sports wear, a suit collection, eyewear, belts, and shoes. It’s popularity peaked in 1998 before shifting its focus overseas in 2003.

1992 was the year Daymond and his close friends came up with the idea to make and sell his own tie-top hats as a means of making “easy money”. Daymond mortgaged his home for $100,000 turning half of the house into a factory and the other half into living space for “TEAM FUBU”. Their philosophy was to make clothing for the consumer by the consumer.

The earliest collection consisted of a small line of tops and hats with the FUBU logo. By 1995, an extensive sportswear line was designed and produced by FUBU, using raw materials imported from around the world. With the success of the collection, distributors and investors came calling. To date, over 5,000 stores have carried the FUBU collection and more than $6 billion in merchandise has been sold at retail.

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TIMELINE Hip-hop apparel companies.

SP O RTS W ER L I N E I S I N TRO DU CED An extensive sportswear line was designed and produced by FUBU, using raw materials imported from around the world.

1995

1992 1996

S A M S U N G I N VESTS F U B U IS FO UNDED

FUBU is founded by Daymond John with a line of hats

South Korean company Samsung invests in FUBU.

B R A N D H I S TO R Y

F U B U GO ES OVERSEAS FUBU leaves the U.S. market completely except for its footwear division and builds business overseas

2003

2010 FU B U TU RN S I N TO FB L EG ACY

FUBU relaunches in the U.S., introducing itself as FB Legacy

2009 U.S. CO MEBACK

FUBU announces they are making a comeback after a six-year hiatus with an aesthetic similar to Carhartt meets Abercrombie

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C O M P E T I T I V E A N A LY S I S

COMPETI TIVE A NALYSIS

02 A deeper look into FUBU’s direct, ancillary, and future competitors.

FUBU’s direct competitors are fellow hip-hop apparel companies that offer a similar line of products. FUBU’s ancillary competitors are companies that offer similar sportswear apparel. The future competitors are based on the repositioning of the brand and would look to fellow music experience creators.

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DIRECT COMPETITORS Hip-hop apparel companies.

A privately held fashion lifestyle company created by music mogul Sean Combs. The line made its fashion debut with a men’s sportswear collection for the spring 1999 season.

Is an American clothing retailer based in New York. It was created in 1999

by Roc-A-Fella Records co-founders Damon “Dame” Dash and Shawn “JAY-Z” Carter.

MISSION STATEMENT

Defining the lifestyle for today’s young hip consumer and provides the efficient business acumen to retail partners necessary to be successful.

To become a branded line, a household name,” Thompson explains. “We really wanted to step up the game in the urban market.

MISSION STATEMENT

C O M P E T I T I V E A N A LY S I S

Created in 1992, Phat Farm represents the most influential streetwear line of its day. Founded

by Russell Simmons, the brand is credited for pioneering what would ultimately become the standard, sometimes stereotypical, hip-hop look. The brand also changed mainstream fashion by bringing into light the hip-hop style with a preppy twist into center stage.

Is an American skateboarding shop and clothing brand established in New York City in April 1994. The brand caters to the skateboarding, hip hop, and rock cultures, as well as to the youth culture in general.

The brand produces clothes and accessories and also manufactures skateboards. Its shoes, clothing, and accessories are sold extensively in the secondary market.

MISSION STATEMENT

Being sovereign – the supreme ruler of culture – is the brand’s unofficial mission statement; everything is appropriated, recontextualized and refitted in Supreme’s hands to be made better.

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ANCILLARY COMPETITORS Sports-wear apparel companies.

Is an American multinational corporation that is engaged in the design, development, manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories, and services.

Is a multinational corporation, founded and headquartered in Herzogenaurach, Germany, that designs and manufactures shoes, clothing and accessories.

Is a German multinational company that designs and manufactures athletic and casual footwear, apparel and accessories, which is headquartered in Germany.

MISSION STATEMENT

MISSION STATEMENT

Be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle. We are committed to continuously strengthening our brands and products to improve our competitive position.

MISSION STATEMENT

To bring inspiration and innovation to every athlete in the world.

We believe that our position as the creative leader in Sport lifestyle gives us the opportunity and the responsibility to contribute to a better world for the generations to come.

C O M P E T I T I V E A N A LY S I S

FUTURE COMPETITORS Music experience creators.

Is an American events promoter and venue operator based in Beverly Hills, California.

Formed in 1996 by Robert F. X. Sillerman as SFX Entertainment, the company’s business was built around consolidating concert promoters into a national company.

MISSION STATEMENT Maximize the live concert experience.

To successfully create and operate the best live entertainment and live entertainment facilities company in the world.

Isa New York-based marketing and event company. Founded in New Orleans in 1996 as a Superfly Presents, they co-produce the Bonnaroo Music and Arts Festival and the Outside Lands Music and Arts Festival.

A marketing division was established in 2009, and in 2014 the company name was shortened to Superfly.

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THE NEW FUBU

THE NEW FUBU

03 The new FUBU revitalizes the founding mission of, “For the People, By the People” through expanding its offerings to connect and engage with larger audience.

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BRAND SOUL

Create for the people, by the people.

THE NEW FUBU

REPOSITIONING STATEMENT

FUBU believes that music and experiences can impact lives and bring communities together.

Our founding roots began with hip-hop apparel engaging the hip-hop community, but we want to take the idea of shared experiences that unite us to the masses. We introduce the new FUBU, a record label for emerging artists and an experience designer for music and art festivals for people in all walks of life.

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THE NEW FUBU Hip-hop apparel companies.

M ISSION STAT EMENT

B RA N D EX TEN S I O N S

Create music and shared experiences that enrich lives and unite communities.

Record Label

F U TU RE P O SI BI LI TI ES

KEY WO R DS

Partner with inuential hip-hop artists to promote the FUBU brand and hip-hop music and culture by expanding the demographic beyond the American hip-hop group and appealing to the greater mass.

Urban

Art & Music Festivals

Bold Rich

Rhythmic Vibrant

THE NEW FUBU

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AUDIENCE PROFILES Hip-hop apparel companies.

THE M U S I C LO V E R

Age | 28 Location | Los Angeles, CA Occupation | Marketing Manager

GRIFFIN Griffin recently moved to Los Angeles from New York City and is not only excited for his new job at LA Times, but for all the live music venues that LA has to offer. Griffin likes to discover new music through SoundCloud and is tuned into current cultural news through social media and online publications.

Griffin gets notifications through Facebook and Songkick for nearby concerts.

Griffin usually attends Coachella Music and Arts Festival in Indio, CA but can’t attend this year due to scheduling conflicts but he wants to find a new festival to attend with his friends.

Griffin is into high fashion and keeps up with all the latest men’s style trends.

THE NEW FUBU

THE T R AV E L I N G N O M A D

Age | 30 Location | Austin, TX Occupation | Travel Blogger

MARISSA Marissa is international travel blogger who reports on places to visit, things to do and places to eat. She has an apartment in Texas but is usually on the road with her boyfriend and photographer, Travis.

She often does creative trades for hotel stays and free events and activities in exchange for exposure through her social media and blog.

Marissa is always on the search for new events and activities to attend around the world through online resources and social media.

Marissa likes to blog about urban fashion trends through her channels.

Marissa wants to look into getting involved with a company that fosters the music and art scene.

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AUDIENCE PROFILES

THE YO U N G W O R K I N G PROFESSIONAL

Age | 26 Location | San Diego, CA Occupation | PR Account Manager

JOHN John grew up in Southern California and fell into fashion PR after graduating with a degree in business. He enjoys meeting with new clients and sharing information about events happening in and around the city. He is an avid music listener at work and loves to be the playlist master during work happy hours.

John uses Tidal to listen and discover music and allows him to get access to Tidal exclusive tracks.

John often attends local cultural events that surround music, art and fashion in his free time.

John plans to visit LA more often this year to ďŹ nd discover the music and art scene because he feels like San Diego is lacking.

THE NEW FUBU

THE ASPIRING ARTIST

Age | 23 Location | Portland, OR Occupation | Waitress

EUNICE Eunice recently graduated from University of Oregon with a creative literature degree and decided to move back to Portland where her family lives. Eunice is hoping to move down to Los Angeles to pursue her dream of becoming a recording artist.

Eunice is currently waitressing and makes music on the side and uploads a lot of her music onto YouTube and SoundCloud.

Eunice is currently researching different record labels to submit her music sample to and wants to get signed to a label that she feels best ďŹ ts her music style and creative vision.

Eunice is saving every penny for her big move to LA.

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AUDIENCE PROFILES

THE COLLEGE STUDENT

Age | 21 Location | Chicago, IL Occupation | Student

JOAN Joan is currently a freshman at University of Chicago and is undecided on his major. Joan and her friends want to plan a summer getaway. wwwwShe has never been to a music festival, and is eagerly saving to discover what all the hype is about.

Joan listens to music while he studies at the library and curates music playlists when her and her friends throw parties.

Joan has signed up for several event and concert newsletters and gets notiďŹ cations on her phone whenever an artist she likes is playing in any major city.

Joan recently got a GoPro from her parents for Christmas and has been recording all aspects of her life. In particular, she likes recording videos with her friends to share to her social channels.

THE NEW FUBU

THE C O R P O R AT E CONNECTION

Age | 32 Location | Seattle, WA Occupation | Product Manager

EMMETT Emmett works for a tech startup and is often invited to events including live music shows by his friends and coworkers. He is plugged into current events through Twitter, where he follows areas of interest including, sports, movies, and comedy. Musically, he learns about new artists and big names through his girlfriend who works at a music store in Seattle.

Emmett listens to Pandora at work and typically cycles through genres including electronic dance music and hip hop.

Most of Emmett’s friends are from work and he enjoys attending after work activities and events.

Emmett recently discovered the Spotify app and has started to listen to new music.

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THE CURRENT FUBU BRAND

FUBU

THE NEW FUBU

THE NEW FUBU BRAND

FUBU

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URBAN Visual inspiration relating to the characteristics of city.

Geometrical lines, angles, blocky lettering, outlined type, black and white photography with pops of color, and use of all-caps.

THE NEW FUBU

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BOLD Visual inspiration of forward thinking, daring design that’s not afraid to push the boundaries.

Massive type and graphic elements, block shadows, use of big ratios, high-contrast colors and saturated colors.

THE NEW FUBU

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RHYTHMIC Visual inspiration that has motion represented through a cadence in repetition, accent, and music like beat.

Creating illusion of movement through use of angles, wavy lines and perspective.

Use of repition, switching colors and weights and changes in direction.

THE NEW FUBU

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